Faced with fierce competition and a price race to the bottom, our telecommunication client needed a new growth strategy and fast. Together, we aligned data-driven strategy, inbound best practices, and sales enablement to generate hundreds of qualified leads.
For the better part of a decade, our client had untouchable success in the emergency communications sector. However, the emerging competition created a pricing environment that was a "race to the bottom".
For the first time, this company found itself in unfamiliar waters and knew that in order to keep its well-deserved market share and stay in pace with its competition, it would have to generate more qualified leads with scalable inbound operations.
Following the launch of an inbound-ready, sales-enabled website with Hubspot CMS integration, they needed a Growth Strategy partner that would guide their inbound journey to an ROI.
The website UX was working against conversion rates by splitting traffic into several high-commitment Calls to Action (CTA), and by not providing a low-commitment CTA—like a content opt-in. This confused visitors and slowed down the website journey and didn’t provide an option for those who weren’t ready to commit to a sales meeting yet, losing them completely. The lack of targeted audiences in their inbound strategy resulted in unqualified leads being passed to the sales team. Fueled by these data-driven insights, we created a growth strategy that prioritized customer experience of the website and aligned sales and marketing to optimize traffic, greatly improving conversion rates. As a direct result, they saw an increase in qualified lead generation and a much happier (and more effective) sales team.
Orogamis started with a discovery assessment of resources and technology, past campaigns, and analyitics; we also interviewed sales and marketing teams about processes, personas, and suspected opportunities. The information gathered provided a foundational strategy, pointing out a disjointed customer journey where website and sales didn't converge.
Review of website traffic analytics uncovered a single blog post that generated the highest volume of organic traffic, second only to the homepage. This provided us with an opportunity to convert the webpage into a lead funnel. This one simple website optimization not only led to 539 new contacts, but also laid the groundwork for future content strategies.
+539 New Contacts
+132% Page Traffic
217 Qualified Leads Generated
Reviewing the website, there were two primary, high-commitment Call to Actions presented side by side: Schedule a Demo and Speak with an Expert. Upon further inspection, the CTA Schedule a Demo garnered a higher click-through and view-to-submission conversion rate. In light of our findings, we eliminated the subpar CTA and streamlined the website’s call to action and landing page to the winning CTA.
The SEO Audit lead to onsite improvements to website speed, site architecture and better targeted meta tags throughout the website. These efforts combined with content strategy led to a healthy increase in valuable organic search traffic.